Hotel Customer Loyalty Program Research

Since the eighth decades of 20 century, the market was experiencing the trasition from seller's market to buyer's market along with the development of science and technology,network and globalization. The stress of the marketing is changing from deal which focus on the products to relationship marketing which focus on the customers. More and more enterprisers wake up to the enormous economic value of long-term customer relationship which build upon customer satisfaction,customer trust and customer loyalty. Go with the changeover of this marketing conception, they realize that keep frequent customers is more economical than look after new ones. So many enterprisers are more and more focusing on the Customer Relationship Management to maintain steady long-term mutual benefit reation between the corporation and its customers. And all means of relationship marketing come into being.Since the ninth decades of 20 century, Customer Loyalty Program, which base on the computer database, is popularizing from airlines,hotels to many other industries. But along with the implementation of the Customer Loyalty Program, some problem come into being gradually. The cost of runing the Customer Loyalty Program is increasing endlessly, but the program can not bring the expectant benefit to the corporation. Sheraton Hotel Group found the first hotel customer loyalty program--Starwood Preferred Guest in June of 1986. After that, Customer Loyalty Program has been widely used in holets over the world. But during the runing of the program, it also faces some problem like other customer loyalty programs. Even though many scholars carry out deep research on the customer loyalty program, but there is still short of special research for the tourism and hospitality industry.This thesis analyse the main reasons that cause to the restricted efficiency of the hotel customer loyalty program refer to the former studies and according to the actual situation of the hotel customer loyalty program. And the author give some resolvent according to the development trend of the hospitality industry.